Fred Sirieix Headlines People’s Postcode Lottery Christmas Campaign
People’s Postcode Lottery launched its largest-ever multi-channel festive campaign, featuring a celebrity cast spreading holiday cheer across snowy streets. The in-house crafted TV ad, directed by Vince Peone through The Gate, stars Davina McCall, Emma Willis, and Mike Wedderburn announcing the brand’s biggest prize pot of £38.2 million.
Dramatic Stunt and Festive Messaging
Fred Sirieix makes a striking entrance with a daring skydive from People’s Postcode Lottery's iconic red blimp. He asks viewers,
“Could your door be the winning one?”
and urges them to sign up before midnight on Sunday, 30 November.
Multichannel Engagement Strategy
- The campaign peaks the weekend before the sign-up deadline with the lottery brand interrupting broadcaster continuity segments.
- Contextual voiceovers frame popular ITV and Channel 4 shows such as Gogglebox and I’m A Celebrity.
- To broaden reach, People’s Postcode Lottery partnered with Goalhanger Podcasts to feature the campaign on the widely listened to The Rest Is podcast series.
These tactics combine to create a vibrant and engaging festive promotion that connects across TV and digital audio platforms.
Author’s summary: This year’s festive campaign by People’s Postcode Lottery combines bold stunts, celebrity endorsements, and cross-platform media to promote its historic £38.2 million prize.